More brands are turning to local news to build trust, reach targeted audiences, and amplify their stories with greater authenticity.
“Think global, act local” started as a rallying cry for environmentalists and urban planners—but today, it’s a smart strategy for brand storytellers too. More companies are turning to local news outlets to amplify their messages and reach audiences in a more authentic way.
But why is this shift happening now? And how can brands make the most of it?
For years, brands measured success by landing coverage in major outlets like CNN, The Washington Post, or The New York Times. These legacy publications offered name recognition, broad reach, and high credibility. Local outlets were often left out of the mix, perceived as lacking the scale or efficiency national campaigns demanded.
But the media world has changed dramatically:
At the same time, public trust in national media is declining. According to Gallup, trust in national news has dropped to historic lows. As polarization increases, many Americans view national outlets as politically biased—leaving a credibility gap.
That shift has forced brands to rethink their PR playbooks.
While trust in national media erodes, local news remains one of the most trusted sources of information. In fact, trust in local outlets is over 20% higher than in the most trusted national media.
A 2025 Pew Research Center survey found that 87% of Democrats and 75% of Republicans have some level of trust in local news. By contrast, only 53% of Republicans say the same about national outlets. Across party lines, people agree that their local news organizations do a good job reporting accurately, covering relevant stories, and being transparent.
Experts suggest this trust holds because local issues aren’t as easily politicized, according to analysis published by Cambridge University Press, and local news organizations haven’t been targeted in the same way as national media.
As both local and national newsrooms evolve and consolidate, syndication is becoming a powerful tool. Many local outlets are now part of larger networks, so a story that starts in one region can spread far and wide.
There’s also less competition for coverage in local markets, and the stories are more likely to resonate because they feel relevant and personal. And yes, backlinks from local outlets still support your SEO strategy.
One of the biggest upsides? Local stories allow brands to tailor their message using ultra-specific information.
Take Experian as an example. In 2024, they released a national study on student debt. To expand its reach, they also created localized versions with state-by-state insights, like in Idaho and Virginia. These versions were distributed to media outlets across all 50 states and more than 385 metro areas using Stacker Local’s platform.
Stacker Local connects brands with over 4,000 publishers, including a wide range of local news organizations. It's a turnkey way to take a national message and make it land at the local level.
For brands navigating fractured trust, limited newsroom resources, and the pressure to create authentic connections, local outlets offer something national media often can’t: relevance, reliability, and real resonance with the communities that matter most.
Coleman Walsh is a seasoned partnerships and business development leader with a track record of driving revenue growth and building strong client relationships. At Stacker, he leads enterprise sales strategy and account management, helping brands amplify their reach through trusted media. With experience across startups and media tech, Coleman brings analytical thinking, cross-functional collaboration, and a deep understanding of how to scale strategic partnerships.
Photo Illustration by Stacker // Canva
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